Ryan Serhant—the brokerage boss, bestselling author, and social media powerhouse—is sick of people butchering his name. So for April Fools’ Day, he’s taking a stand… by rebranding himself and his real estate empire as SERH🐜. Yes, that’s right—Serh-ant. Like the insect.
It’s a cheeky move from one of the most recognizable names (and faces) in real estate, all in response to the endless stream of mispronunciations: Ser-haaaant, Ser-hont, Sir-haunt—you name it. The correct way? Ser-hant. Like… ant.
To drive the point home, Serhant is rolling out a full-blown brand overhaul, beginning with a video announcement. Watch below:
The rebrand prank also includes:
- A social media takeover swapping the SERHANT. logo with a tiny blue ant
- Website updates, email blasts, and even updated email signatures for his agents
- And yes—limited-edition SERH🐜 merch for the real ones who know how to say it right
The campaign was first revealed to SERHANT.’s 1,000+ agents and employees via an internal email, and it’s now taking over Instagram feeds, inboxes, and group chats across the industry.
In classic Ryan Serhant fashion, the gag is hilarious—but also pretty genius. It’s a branding masterclass in how to turn a common annoyance into a full-on viral moment.
And for anyone still confused: it’s SERH🐜. Not SER-Haunt. Get it together.
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